Acquiring structured user data using composer interface having input fields corresponding to acquired structured data

ABSTRACT

A social networking system obtains specific structured data about a user via a composer interface having textual content with incomplete portions and input fields corresponding to the incomplete potions. The input fields map to data fields in the user&#39;s profile and are selected based on the social networking system&#39;s need for the information associated with the data fields.

BACKGROUND

This invention relates generally to social networking, and in particularto acquiring structured data about users of a social networking systemusing a composer interface with input fields for receiving thestructured data about a user.

Social networking systems aggregate information about users and theirrelationships to provide a more personalized user experience.Information about the users is often self-reported (e.g., informationabout the user's interests, activities, and the nature of theirrelationships with other users). Additional information about users andtheir relationships with other users also may be collected by the socialnetworking service, such as the number, frequency, and directionality ofinteractions between users and the various types of interactions whichmay occur between users, just to name a few. Information about users,their relationships, and interests is valuable, both to users of socialnetworking services (including advertisers who may wish to marketproducts using certain viral marketing campaigns that utilize thisinformation) and to administrators of the social networking servicewishing to develop a more personalized experience for their users. Eventhough a social networking system may collect, and in some cases infer,information about its users, the social networking system may requirecertain information about its users in order to better understand itsusers. Conventional systems lack a mechanism for acquiring data from auser via a composer interface that includes input fields chosen based onthe systems' data needs.

SUMMARY

A social networking system obtains specific structured data about a uservia a composer interface having textual content with incomplete portionsand input fields corresponding to the incomplete potions. The inputfields map to data fields in the user's profile and are selected basedon the social networking system's need for the information associatedwith the data fields.

In one embodiment, to determine what information to acquire from a user,the system analyzes the user's profile and determines a score for eachdata field in the user's profile. The score for a data field may bebased on the value to the social networking system of having informationfor the data field. The value of a data field may be based on projectedrevenue generated from using the information, projected increase in userengagement from using the information, the cost of displacing othercontent, the value of other information that may be determined as aresult of obtaining the information associated with the data field, orany combination thereof. In some embodiments, the score for a data filedis based in part on the probability of getting a response from the user.The probability of getting a response from the user may be based on theuser's historical response rate, the historical response rate of theuser's connections, or a combination thereof. A data field is selectedbased on its score and an incomplete phrase designed to collectinformation associated with the data field is selected. For example, thephrase, “I _(——————) eating at _(——————), the service is generally_(——————) and the food is usually _(——————),” may be selected to collectinformation for a data field that stores information about the user'sdining activity or preferences. A composer interface having theincomplete phrase and input fields corresponding to the incompleteportions of the phrase is sent to the user. In some embodiments, one ormore of the input fields may only accept certain categories of words.For example, a particular input field may accept only a noun, verb,adverb, or adjective. In some embodiments, one or more of the inputfields may only accept certain categories of information such as namesof people, places, things, or concepts. The user completes theincomplete phrase by providing input to the input fields. By completingthe phrase the user provides information to the social networking systemthat is related to the selected data field. Information based on theuser's input to the composer interface is stored in the user's profileand associated with the selected data field.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a high level block diagram illustrating a process foracquiring structured user data via a composer interface having textualcontent with incomplete portions and input fields corresponding to theincomplete portions, in accordance with some embodiments.

FIG. 2 is a high level block diagram illustrating a system environment,in accordance with some embodiments.

FIG. 3 is a high level block diagram illustrating a data acquisitionmodule that includes various modules for selecting input fields toinclude in a composer interface, in accordance with some embodiments.

FIG. 4 is a flow chart illustrating a process for acquiring structureduser data via a composer interface having textual content withincomplete portions and input fields corresponding to the incompleteportions, in accordance with some embodiments.

FIG. 5 is an example of a composer interface, in accordance with someembodiments.

The figures depict various embodiments of the described methods andsystem and are for purposes of illustration only. One skilled in the artwill readily recognize from the following discussion that alternativeembodiments of the methods and systems illustrated herein may beemployed without departing from the principles of the methods andsystems described herein.

DETAILED DESCRIPTION

Overview

A social networking system offers its users the ability to communicateand interact with other users of the social networking system. Usersjoin the social networking system and add connections to a number ofother users to whom they desire to be connected. Users of socialnetworking system can provide information describing them which isstored as user profiles. For example, users can provide their age,gender, geographical location, education history, employment history andthe like. The information provided by users may be used by the socialnetworking system to direct information to the user. For example, thesocial networking system may recommend social groups, events, andpotential friends to a user. A social networking system may also enableusers to explicitly express interest in a concept, such as celebrities,hobbies, sports teams, books, music, and the like. These interests maybe used in a myriad of ways, including targeting advertisements andpersonalizing the user experience on the social networking system byshowing relevant stories about other users of the social networkingsystem based on shared interests.

A social graph includes nodes connected by edges that are stored on asocial networking system. Nodes include users and objects of the socialnetworking system, such as web pages embodying concepts and entities,and edges connect the nodes. Edges represent a particular interactionbetween two nodes, such as when a user expresses an interest in a newsarticle shared by another user about “America's Cup.” The social graphmay record interactions between users of the social networking system aswell as interactions between users and objects of the social networkingsystem by storing information in the nodes and edges that representthese interactions. Custom graph object types and graph action types maybe defined by third-party developers as well as administrators of thesocial networking system to define attributes of the graph objects andgraph actions. For example, a graph object for a movie may have severaldefined object properties, such as a title, actors, directors,producers, year, and the like. A graph action type, such as “purchase,”may be used by a third-party developer on a website external to thesocial networking system to report custom actions performed by users ofthe social networking system. In this way, the social graph may be“open,” enabling third-party developers to create and use the customgraph objects and actions on external websites.

Third-party developers may enable users of the social networking systemto express interest in web pages hosted on websites external to thesocial networking system. These web pages may be represented as pageobjects in the social networking system as a result of embedding awidget, a social plug-in, programmable logic or code snippet into theweb pages, such as an iFrame. Any concept that can be embodied in a webpage may become a node in the social graph on the social networkingsystem in this manner. As a result, users may interact with many objectsexternal to the social networking system that are relevant to a keywordor keyword phrase, such as “Justin Bieber.” Each of the interactionswith an object may be recorded by the social networking system as anedge object. Enabling third-party developers to define custom objecttypes and custom action types is described further in “StructuredObjects and Actions on a Social Networking System,” U.S. applicationSer. No. 13/239,340 filed on Sep. 21, 2011, which is hereby incorporatedby reference.

Even though a social networking system may collect, and in some casesinfer, information about its users, the social networking system maywant certain information about its users in order to better understandthe users. Using this information, the social networking system mayprovide a user with a more personalized experience. The socialnetworking system determines information to acquire from a user thatwould optimize a goal of the system and generates a composer interfacefor acquiring the determined information. The composer interface promptsthe user to complete one or more phrases that are designed to obtaininformation about the user.

FIG. 1 is a high level block diagram of a process for a socialnetworking system to acquire structured user data via a composerinterface having textual content with incomplete portions and inputfields corresponding to the incomplete portions, in accordance with oneembodiment. The data acquisition module 122 of the social networkingsystem 100 determines missing or outdated information about a user thatcan be used to optimize a goal of the social networking system 100 andgenerates a composer interface configured to obtain the determinedinformation. The composer interface includes one or more phrases havingincomplete portions and input fields corresponding to the incompleteportions. For example, the composer interface may include the text, “Iran _(——————) miles this week,” and an input field between the words“ran” and “miles” for receiving a number. The phrase is from a phrasaltemplate 128 and chosen based on the social networking systems needs forthe information that the phrase is designed to collect. In order todetermine what information to acquire from the user, the dataacquisition module 122 analyzes the user's profile information whichincludes profile objects 136, edge objects 138, and content objects 140.

A user device 102 comprises one or more computing devices that canreceive input from a user and can transmit and receive data via anetwork. The user device 110 can execute an application 103, forexample, a browser application that allows a user of the user device 102to interact with the social networking system 100.

The external system 105 includes a webpage 106 with a widget 107 thatincludes instructions for communicating with the social networkingsystem 100 and/or the user device 102. The widget 107 may includeinstructions that cause a user device to obtain a composer interfacefrom the social networking system 100 and include the composer interfacein a webpage 106 that is sent to a user.

Using the above methods, a social networking system may obtain missingor updated information about a user. For example, a social networkingsystem may learn more about a user's activities, hobbies, educationhistory, and work history. A social networking system may also confirmrecent changes to a user's personal life that have been inferred by thesocial networking system, such as an engagement, birth of a child,moving across the country, graduating from college, and starting a newjob, can be collected and inferred. Using this information, a socialnetworking system may create a more personalized experience for theuser. For example, a social networking system may present statisticsabout a user's activities, select new stories for the user's newsfeedthat better match the user's interests and activities, or select bettertargeted advertising.

System Environment

FIG. 2 is a high level block diagram illustrating a system environment200, in accordance with one embodiment. The system environment 200comprises one or more user devices 102, one or more external systems105, the social networking system 100, and a network 204. In alternativeconfigurations, different and/or additional modules can be included inthe system. In some embodiments, the social networking system 100 isimplemented as a single server, while in other embodiments it isimplemented as a distributed system of multiple servers. For convenienceof explanation, the social networking system 100 is described below asbeing implemented on a single server system. For purposes ofillustration, the embodiment of the system 100 shown by FIG. 1 includesa single external system 105 and a single user device 102. However, inother embodiments, the environment 200 may include more user devices 102and/or more external systems 105. In certain embodiments, the socialnetworking system 100 is operated by the social network provider,whereas the external systems 105 are separate from the social networkingsystem 100 in that they may be operated by different entities. Invarious embodiments, however, the social networking system 100 and theexternal systems 105 operate in conjunction to provide social networkingservices to users of the social networking system 100. In this sense,the social networking system 100 provides a platform, or backbone, whichother systems, such as external systems 100, may use to provide socialnetworking services and functionalities to users across the Internet.

The communication network(s) 204 can be any wired or wireless local areanetwork (LAN) and/or wide area network (WAN), such as an intranet, anextranet, or the Internet. It is sufficient that the communicationnetwork 204 provides communication capability between the user devices102 and the social networking system 100. In some embodiments, thecommunication network 204 uses the HyperText Transport Protocol (HTTP)and the Transmission Control Protocol/Internet Protocol (TCP/IP) totransmit information between devices or systems. HTTP permits the userdevices 102 to access various resources available via the communicationnetwork 204. The various embodiments of the invention, however, are notlimited to the use of any particular protocol.

The user devices 102 comprise one or more computing devices that canreceive user input and can transmit and receive data via the network204. In one embodiment, the user device 102 is a conventional computersystem executing, for example, a MICROSOFT WINDOWS™-compatible operatingsystem (OS), APPLE™ OS X, and/or a LINUX distribution. In anotherembodiment, the user device 102 can be a device having computerfunctionality, such as a personal digital assistant (PDA), mobiletelephone, smart-phone, etc. The user device 102 is configured tocommunicate via network 204. The user device 102 can execute anapplication, for example, a browser application that allows a user ofthe user device 102 to interact with the social networking system 100.In another embodiment, the user device 102 interacts with the socialnetworking system 100 through an application programming interface (API)that runs on the native operating system of the user device 102, such asiOS and ANDROID.

The external system 105 includes one or more web servers including oneor more web pages, which are communicated to the user device 102 usingthe network 204. The external system 105 is separate from the socialnetworking system 100. For example, the external system 105 isassociated with a first domain while the social networking website isassociated with a separate social networking domain. Web pages includedin the external system 105 comprise markup language documentsidentifying content and including instructions specifying formatting orpresentation of the identified content. In some embodiments, the webpages include a widget that provides instructions to request a composerinterface from the social networking system. For example, if the userclicks on a link to play a song on the external system 105, the widgetprovides instructions to a browser application on the user device thatis rendering the webpage to send a request to the social networkingsystem for a composer interface for the user. The request may include anidentifier for the user.

The web server 212 links the social networking system 100 via thenetwork 204 to one or more user devices 102; the web server 212 servesweb pages, as well as other web-related content, such as JAVA®, FLASH®,XML, and so forth. The web server 212 may provide the functionality ofreceiving and routing messages between the social networking system 100and the user devices 102, for example, instant messages, queued messages(e.g., email), text and SMS (short message service) messages, ormessages sent using any other suitable messaging technique. The user cansend a request to the web server 212 to upload information, for example,images or videos that are stored in the content database 216.Additionally, the web server 212 may provide API functionality to senddata directly to native user device operating systems, such as IOS®,ANDROID™, WEBOS®, and BLACKBERRY™ OS.

The action logger 220 is capable of receiving communications from theweb server 212 about user actions on and/or off the social networkingsystem 100. The action logger 220 populates an action log withinformation about user actions that users have given informed consent tocollect. Such actions may include, for example, adding a connection tothe other user, sending a message to the other user, uploading an image,reading a message from the other user, viewing content associated withthe other user, attending an event posted by another user, among others.In addition, a number of actions described in connection with otherobjects are directed at particular users, so these actions areassociated with those users as well.

An action log 221 may be used by a social networking system 100 to trackusers' actions on the social networking system 100 as well as externalwebsites that communicate information back to the social networkingsystem 100. As mentioned above, users may interact with various objectson the social networking system 100, including commenting on posts,sharing links, and checking-in to physical locations via a mobiledevice. The action log may also include user actions on externalwebsites. For example, an e-commerce website that primarily sells luxuryshoes at bargain prices may recognize a user of a social networkingsystem 100 through social plug-ins that enable the e-commerce website toidentify the user of the social networking system. Because users of thesocial networking system 100 are uniquely identifiable, e-commercewebsites, such as this luxury shoe reseller, may use the informationabout these users as they visit their websites. The action log recordsdata about these users, including viewing histories, advertisements thatwere clicked on, purchasing activity, and buying patterns.

The Application Programming Interface (API) server 224 allows one ormore user devices 102 to access information from the social networkingsystem 100 by calling one or more APIs. The API server 224 may alsoallow user devices 102 to send information to social networking system100 by calling APIs. A user device 102, in one embodiment sends an APIrequest to the social networking system 100 via the network 204 and theAPI server 224 receives the API request. The API server 224 processesthe request by calling an API associated with the API request togenerate an appropriate response, which the API server 224 communicatesto the user device 102 via the network 204. For example, responsive toan API request, the API server 200 collects data associated with a user,such as the user's connections, and communicates the collected data tothe user device 102. In another embodiment, an external system thathosts web pages communicates with the social networking system 100 viaAPIs in the same manner as external systems 105. In some embodiments,the API server 224 includes functions to enable a third partyapplication to enter user data into input fields of a composerinterface.

The user profile database 214 stores user profile objects. User profileobjects include declarative profile information about a user, inferredor implicit information about a user from the user's actions on thesocial networking system 100 and outside of the social networkingsystem, information about the user's activities and interests, andinformation about the user's friends or connections in the socialnetworking system. A user's profile information stored in a profileobject includes biographic, demographic, and other types of descriptiveinformation, such as work experience, educational history, gender,hobbies or preferences, location, and the like. A user's profile objectincludes various data fields for storing information items about a user.Each data field may store a different type of information about a user.Examples of the information stored by the data fields include phonenumbers, instant message screen names, addresses, websites, currentcity, hometown, gender, birthday, names of family members, languagesspoke, a description, education history, work history, religiousaffiliations, political views, favorite quotes, favorite sports,favorite foods, favorite books, favorites movies, interests, activities,names of pets, information about friends, and the like.

A profile object for a user may also include the user's affinity scoresfor objects in the social networking system 100. An affinity scoremeasures or indicates a user's affinity for one an object in the socialnetworking system 100. In one embodiment, affinity scores of users foran object may be determined by the social networking system 100 based onthe user's interactions with the specified object over time. Inparticular, affinity scores of the users for an object may be determinedbased on edge objects containing information describing the interactionsbetween the user and object. Example embodiments of computing affinityscores are described in a related application, “Contextually RelevantAffinity Prediction in a Social Networking System,” U.S. patentapplication Ser. No. 12/978,265, filed on Dec. 23, 2010, which is herebyincorporated by reference. The user profile may also store otherinformation provided by the user, for example, images or videos. Incertain embodiments, images of users may be tagged with identificationinformation of users of the social networking system 100 displayed in animage. The user profile database 214 also maintains references to theactions stored in an action log and performed on objects in the contentdatabase 216.

The edge database 218 stores edge objects. Edge objects connect objectsin the social graph and include information about the viewing user'sinteractions with other objects on the social networking system 100,such as clicking on a link shared with the viewing user, sharing photoswith other users of the social networking system, posting a statusupdate message on the social networking system 100, and other actionsthat may be performed on and off the social networking system 100. Someedges may be defined by users, allowing users to specify theirrelationships with other users. For example, users may generate edgeswith other users that parallel the users' real-life relationships, suchas friends, co-workers, partners, and so forth. Other edges aregenerated when users interact with objects in the social networkingsystem 100, such as expressing interest in a page on the socialnetworking system, sharing a link with other users of the socialnetworking system, and commenting on posts made by other users of thesocial networking system. The edge database 218 stores edge objects thatinclude information about the edge, such as affinity scores for objects,interests, and other users. Affinity scores may be computed by thesocial networking system 100 over time to approximate a user's affinityfor an object, interest, and other users in the social networking system100 based on the actions performed by the user. Multiple interactionsbetween a user and a specific object may be stored in one edge object inthe edge database 218, in one embodiment. For example, a user that playsmultiple songs from Lady Gaga's album, “Born This Way,” may havemultiple edge objects for the songs, but only one edge object for LadyGaga. Edge objects may also include information about user interactionsoutside of the social networking system 100. For example, interactioninformation may be collected from third-party systems (e.g., sites andapplications) that use social plug-ins that enables users to interactwith social content from the social networking system 100.

The content database 216 stores content objects. A content object mayinclude any type of object on the social networking system 100, such asa page post, a status update, a photo, a video, a link, a shared contentitem, a gaming application achievement, a check-in event at a localbusiness, and so on. Content objects include objects created by users ofthe social networking system 100, such as status updates that may beassociated with photo objects, location objects, and other users, photostagged by users to be associated with other objects in the socialnetworking system 100, such as events, pages, and other users, andapplications installed on the social networking system 100. In someembodiments, the content objects are received from third-partyapplications or third-party applications separate from the socialnetworking system 100.

The phrase database 226 stores incomplete phrases or phrasal templates.An incomplete phrase or phrasal template includes a sequence of textthat includes one or more empty or missing portions that may be filledby words or numbers to produce an individual phrase. In someembodiments, input restriction information is stored with an incompletephrase that specifies input restrictions for the incomplete portions inthe incomplete phrase. The input restriction information for an inputfield specifies what types of information an input field may accept asvalid input. In some embodiments, an incomplete phrase is associatedwith one or more user profile data fields. For example, the phrase, “Myfavorite actor from the movie _(——————) is _(——————),” may be associatedwith a data field that stores information about a user's moviepreferences and a data field that stores information about the user'sfavorite actors or public figures.

Composer Interface for Receiving Structured Data

FIG. 3 illustrates a high level block diagram of the data acquisitionmodule 122 in further detail, in one embodiment. The data acquisitionmodule 122 module includes a text selection module 124, a scoring module126, a object suggestion module 129, and a response module 128. Thesemodules may perform in conjunction with other modules to generate acomposer interface that includes a phrase having an incomplete portionand an input field corresponding to the incomplete portion. Thesemodules may perform in conjunction to determine what information from auser to collect, when to collection the information, how to collect theinformation, and where the information is collected.

The scoring module 126 determines what information to collect from auser. More specifically, the scoring module 126 determines a score ormetric for the data fields associated with a user's profile and selectsone or more of the data fields based on the determined scores. A scorefor a data field measures the social networking systems need for thetype of information associated with the data field. For example, whenthe system selects a data field for storing a user's telephone number,the system has a need for the user's telephone number.

To determine what information about the user to acquire, the scoringmodule 126 analyzes the information stored by the social networkingsystem for the user. The user's information comprises profile objects,edge objects, and content objects from the user profile object database214, content object database 216, and edge object database. Inparticular, the scoring module 126 identifies the data fields andinformation stored by the data fields in the user's profile. Theinformation for the user may include a user's declarative profileinformation, which is information provided to the social networking bythe user. The stored information for the user may include informationthat the social networking system inferred about the user. For example,the social networking system may infer a user's interests in a musicartist based on the user's activities on or off the social networkingsystem, such as playing songs by the artist or discussing the artist.The information for the user may include information about the user'sactivities on the social networking and/or on external systems operatedby third parties. For example, information describing actions of theuser on a third party website may be sent to the social networkingsystem and stored in an edge object. The information for the user mayinclude information about a user's connections. For example, theinformation may describe events a user's connection went to or wheretheir friends went to school. In some embodiments, informationassociated with a data field includes a timestamp of when theinformation was obtained or created. In some embodiments, theinformation associated with a data field is associated with one or moregeographic locations. The locations may include a location of where theinformation was acquired from or the locations of one or more usersassociated with the information.

In some embodiments, the scoring module 126 identifies data fields inthe user's profile that are not associated with any information or areout of date. Stated in another way, the scoring module 126 analyzes auser's profile to identify missing information or out of dateinformation. The information associated with a data field may be out ofdate when it has not been updated for a predefined amount of time. Insome embodiments, one or more of the data fields include a time limitthat indicates when a data field should be updated. The time limit for adata field may depend on the type of the information stored by the datafield. For example, a user's hobbies may have a shorter time limit thanthe user's hometown since the user is more likely to change theirhobbies. In some embodiments, the information stored in a data field isgiven a freshness score that is decayed over time by a decay rate. Thedecay rate for a data field may depend on the type of information storedby the data field.

The scoring module 126 determines a data acquisition score for each datafield in a set of data fields. In some embodiments, the set of datafields corresponds to a set of data fields identified as out of date oras having missing information. A data acquisition score measures thesocial networking systems need for the type of information stored by adata field. In some embodiments, the scoring module 126 stores the dataacquisition score for a respective data field as a value pair. The valuepair includes information identifying a data field and its correspondingdata acquisition score. The scoring module 126 may store a set of valuepairs for a user or include the value pairs with the user's profile.

In some embodiments, a data acquisition score for a data field isdetermined at least in part on the value to the social networking systemof the type of information associated with the data field. As usedherein, the value of a data field is the value of the type ofinformation stored by the data field. In some embodiments, the scoringmodule 126 stores a table with values for each data field. In someembodiments, the value of the information associated with a data fieldcorresponds to a goal of the social networking site including aprojected growth generated by using the information, projected revenuegenerated from using the information, projected increase in userengagement generated from using the information, and the projectedincrease to a user's social score using the information, or anycombination thereof. In some embodiments, a social score measures auser's social influence. The user's social score may be based on thenumber of connections the user has, the number of followers the userhas, the average number of users who comment on the user's posts, or anycombination thereof. The value of the information associated with a datafield may be based in part on the cost associated with displacing othercontent in order to obtain the information for the data field. Forexample, in order to obtain the information, the system may display acomposer interface which may displace social content or advertisements.The value of the information associated with a data field may be basedin part on the likelihood that receiving the information for the datafield will lead to additional information. For example, a user'sfavorite movies may reveal the categories of movies the user is mostinterested in or the actors or actresses the user is a fan of. The valueof a data field may be based in part on the value of the information innewsfeed stories or in sponsored stories. A sponsored story comprises anadvertising message that communicates a message about at least one useraction.

In some embodiments, the data acquisition score for a data field isbased in part on the probability that the user will provide input to acomposer interface. Stated in another way, the data acquisition scorefor a data field may be based in part on the probability of getting aresponse from the user. In some embodiments, the scoring module 126stores a table with response probabilities for each data field or asingle response probability for the user. In some embodiments, thescoring module 126 determines the probability of the user will supplythe information associated with a data field. The scoring module 126 maydetermine a single response probability for the user or a responseprobability for the user for each data field. The probability of gettinga response may be based on a machine learning model. A machine learningalgorithm observes patterns in data and adjusts its own behavior inorder to improve its own performance. Stated in another way, a machinelearning algorithm improves its functionality based on what itexperienced in the past. In some embodiments, the probability of gettinga response from a user for a data field is based on the user'shistorical response rate. For example, a user may respond to inquiries30% of the time. The historical response rate may be a general responserate or specific to certain categories of information. For example, auser may be more likely to provide information about their intereststhan their work history. In some embodiments, the probability of gettinga response for a data field is based on a user's connection's historicalrate. In some embodiments, the probability of getting a response from auser is based on the likelihood that the user will complete a series ofphrases. In some cases, it may be more effective to obtain theinformation for a data field by presenting the user with a series ofphrases to complete. For example, a user may be more inclined tocomplete the phrase my “My favorite actor is” after completing thephrase “My favorite movie is.”

In some embodiments, the data acquisition score for a data field isdetermined based on the value of the information and the probability ofgetting a response from the user. The data acquisition score for a datafield may be the product of the value of the information associated withthe data field and the probability of getting a response from the user.

In some embodiments, the score of a data field is decayed based on adecay rate associated with the data field. For example, the score forthe user's interests may decay faster than the score for the user'seducation background since a user's interests are more likely to changethan the user's educational background.

The selection module 124 selects one or more incomplete phrases based onthe scores generated by the scoring module 126 and generates a composerinterface having the selected one or more completed phrases. Inparticular, the selection module 124 retrieves one or more value pairsfor the user, selects one or more incomplete phrases based on the valuepairs, and generates a composer interface with the one or more selectedincomplete phrases. As discussed above, a value pair includesinformation identifying a data field and its corresponding score. Insome embodiments, the scoring module 126 sends the selection module 124a predefined number of the value pairs having the highest scores orvalue pairs having scores above a predefined threshold. The selectionmodule 124 selects one or more incomplete phrases from the phrasedatabase 226 based on the received value pairs for the data fields. Morespecifically, the selection module 124 may select the value pair from aplurality of value pairs that have the highest associated score andselect one or more phrases associated with the data field of theselected value pair. For example, the selection module 124 may selectone or more phrases that are designed to obtain information about theuser's favorite books when the data field for storing information aboutthe user's favorite books has the highest score. As discussed above, thephrases stored in the phrase database 226 are associated with datafields.

The selection module 124 generates a composer interface having textualcontent from the selected phrases and input fields corresponding to theincomplete portions of the phrases. The position of the input fieldscorresponds to the incomplete portions of the incomplete phrases. Forexample, if an incomplete phrase for the composer interface is “Itypically go the gym _(——————) times a month,” the composer interfacemay include an input field between the words “gym” and “times.”

In some embodiments, the selection module 124 includes an inputrestriction information with one or more the input fields. As discussedabove, the incomplete phrases are associated with input restrictioninformation for the incomplete portions of the phrases. The inputrestriction information for an input field specifies the type ofinformation the input field may accept as valid input. In someembodiments, an input field may only accept certain category of words.For example, an input field may only accept nouns, verbs, adverbs,adverbs, or adjectives. In some embodiments, an input field may onlyaccept numbers. Using the previous example, the input field between thewords “gym” and “times” may only accept input that comprises a number ortext corresponding to a number. In some embodiments, an input field mayaccept a name or property of objects maintained by the social networkingsystem. For example, an input field may only accept names of people,places, things, or concepts. This way, the input to an input field maybe restricted to certain categories of information maintained by thesocial networking system.

In some embodiments, the composer interface includes a description ofthe input restriction for each input field. The descriptions help signalto the user what types of input they can provide to the input fields.The descriptions are displayed to a user when the composer interface ispresented to the user.

In some embodiments, the selection module 124 generates a series ofcomposer interfaces to be provided to the user, where each composerinterface includes one or more of the selected phrases. The series ofcomposer interfaces may be configured obtain a certain category ofinformation from the user. For example, each composer interface in theseries may prompt the user to fill out a phrase about the user'sconnections. The composer interfaces in the series may be displayed in asequence. For example, the second composer interface in the series maybe displayed after the user finishes providing input to the firstcomposer interface in the series.

The data acquisition module 122 determines how, where, and when toobtain a user's information. More specifically, the data acquisitionmodule 122 determines, how, where, and when to display the one or moregenerated composer interface to the user. The data acquisition module122 may provide a composer interface to the user's device when the useris viewing a page from the social networking system. In someembodiments, the data acquisition module 122 includes a composerinterface in the user's newsfeed as a news story. In some embodiments,the composer interface is displayed to the user in response to an actionby the user with respect to a news story. For example, the composerinterface may be displayed when the user comments on, shares, dismissesor hides, or likes a news story. A user may “like” a news story byselecting a button or graphical user interface element associated withthe story. The composer interface may be provided to the user when theuser views pages from a third-party website or external system. Inparticular, the data acquisition module 122 may respond to requests fromwidgets embedded in third party web pages for composer interfaces.

In some embodiments, the data acquisition module 122 provides a composerinterface to the user in response to action or activity of a connectionof the user. When a connection of the user completes the phrase of acomposer interface, the user may be prompted to add the same informationto the user's profile. For example, if a connection of the usercompletes a phrase, “The best dish at restaurant _(——————) is_(——————),” the user may be prompted have the completed phrase added totheir own profile. The news story describing the connection's activitymay include a link that allows the user to add information related tothe connection's activity to their profile.

In some embodiments, the data acquisition module 122 includes a composerinterface in an advertisement, in the user's profile page, in athird-party application, in an interface for inputting a status message,or in an interface for uploading content such as photos and videos. Insome embodiments, a composer interface may be displayed along withsocial networking content such as photos, videos, news stories,suggestions, status messages, links posted by users, group pages, eventpages, pages for public figures, pages for organizations, and any othercontent provided by or accessible via the social networking system. Insome embodiments, the social networking content and advertisements areselected in a way that optimizes a goal discussed above. For each socialnetworking content item and advertisement, the social networking systemmay maintain a value or score for each goal. Scoring and selectingsocial networking content items and advertisements in a way thatoptimizes a goal of a social networking system is discussed further inU.S. patent application Ser. No. 12/645,481, entitled “Selection andPresentation of Related Social Networking System Content andAdvertisements,” filed on Dec. 22, 2009, which is hereby incorporated byreference in its entirety.

In some embodiments, the data acquisition module 122 provides a composerinterface to the user in response to an action or activity by the userthat occurs on or off the social networking system. Stated in anotherway, the composer interface may be displayed to a user in response tothe user performing an activity that causes an edge object in the socialgraph to be updated or created. The composer interface may be displayedto the user when the users checks in to a restaurant, posts a statusmessage updated, sends a message to another user, plays a song, plays avideo, plays a game, views a profile, and the like. For example, whenthe user checks into a restaurant, the user may be presented with acomposer interface that prompts the user to complete a phrase about whatfood they typically order at that restaurant. In this case, theselection module 124 selects phrases that are designed to obtaininformation relating to the user's dining preferences.

In some embodiments, the data acquisition module 122 provides the userwith a composer interface that prompts the user to complete a phraseabout one or more of the user's friends or connections in the socialnetworking system. For example, the composer interface may prompt theuser to complete one or more phrases about where the user's friend'seducation history. This way, the social networking system may use thecomposer interfaces to obtain information about the user's friends.

In some embodiments, the data acquisition module 122 includes one ormore completed phrases from connections of the user in a composerinterface. The one or more completed phrases are completed versions ofthe one or more incomplete phrases in the composer interface. This way,the user can see how their friends completed to the one or moreincomplete phrases in the composer interface. The completed phrases maybe displayed before the user enters input into the composer interface inorder to encourage the user to complete the one or more incompletephrases in the composer interface. The completed phrases may bedisplayed after the user completes the one or more incomplete phrases inthe composer interface in order not to influence the results.

In some embodiments, the data acquisition module 122 sends the composerinterface to a user device or an external system. A third party websitemay insert a set of instructions into one of its web pages that executeswhen the web page is viewed by a user. The set of instructions causes aframe to be created within the web page that contains content pulleddirectly from the social networking system (e.g., an iframe). The set ofinstructions is discussed further in U.S. patent application Ser. No.12/764,928, entitled, “Personalizing a Web Page Outside of a SocialNetworking System with Content from the Social Networking System,” filedon Apr. 21, 2010, which is hereby incorporated by reference in itsentirety.

In some embodiments, the data acquisition module 122 sends anotification to a user's device containing the composer interface. Insome embodiments, the notification is pushed to the user's device. Insome embodiments, the notification is displayed to the user when theuser views a page provided by the social networking system or anexternal system.

In some embodiments, the data acquisition module 122 provides the userwith a feedback questionnaire after the user completes input to acomposer interface. The user may complete input to a composer by selecta graphical user interface element (e.g., a submit button). The feedbackquestionnaire asks the user to rate or comment on the composer interfaceincluding the one or more incomplete phrases in the composer interface.

In some embodiments, the data acquisition module 122 enables a user tochoose which phrases they want to complete. The data acquisition module122 may provide the user with a list of selectable options thatcorrespond to incomplete phrases. The options may include a descriptionof an incomplete phrase, a description of the type of information theincomplete phrase is trying to collect, the text of the incompletephrase, an example of a completed version of the incomplete phrase, orany combination thereof. This enables the user to select whichincomplete phrase they would like to complete.

The data acquisition module 122 may send a composer interface to a userdevice via one or more communication channels. The communicationchannels may comprise one or more different information deliverymethods, comprising a stream, a feed, a wall post, an emailcommunication, a comment on a posted content item, a mobile application,a note, a third-party application, a text message, an iframe, athird-party website, a toolbar plug-in, a dashboard, a notification, anadvertising communication channel, a discussion board, or any othercommunication channel that exists or is associated with the socialnetworking service. A discussion board may reside on many differenttypes of objects, such as an event, a group, a fan page, and a photoalbum, just to name a few. Communication channels are discussed furtherin U.S. patent application Ser. No. 12/253,149, filed on Oct. 16, 2008,which is hereby incorporated by reference in its entirety.

The object suggestion module 129 helps a user provide structured data tothe input fields of the composer interface. More specifically, theobject suggestion module 129 receives input entered by a user into arespective input field of the composer interface, identifies graphobjects based on the received input and provides the user with a list ofselectable options that correspond to the identified graph objects. Forexample, if the user enters “star,” the object suggestion module 129 mayidentify objects matching “star” or objects having the prefix of “star”such as Starbucks, Star Trek or Star Search. The identified objects donot need to have the input as a prefix and may be related to the input.For example, when the user enters “star,” the object suggestion module129 may provide the suggestion of coffee or telescopes. The list ofselectable options may be presented to the user as the user providesinput to the composer interface. For example, after the user types,“sta”, the object suggestion module 129 may provide the user with a listof objects corresponding to the graph objects of “star,” “Starbucks”,and “Star Trek.” In some embodiments, the list of selectable options arefiltered based on the restrictions for the input field the user isproviding input to. For example, if the user enters the input “star”into an input field and the input field only accepts names of coffeebrands, the object suggestion module 129 presents the user a selectableoption corresponding to “Starbucks.” In this example, the objectsuggestion module 129 does not present the user with the selectableoption of “Star Trek.”

The response module 128 receives and stores the structured data enteredby the user into the input fields of the composer interface. Morespecifically, the response module 128 receives the user's input,identifies data fields in the user's profile associated with the inputfields of the composer interface, and stores information that is basedon the user's input. The structured data may include informationidentifying one or more data fields associated with a user. In someembodiments, the response module 128 receives input from a third partyapplication that entered input into the composer interface on the user'sbehalf. As discussed above, the API server 224 enables third partyapplications to enter user data into a composer interface on behalf ofthe user.

Process

FIG. 4 is a flow chart of a process 400 for providing a composerinterface having input fields for receiving information that a socialnetworking system wants from a user, in accordance with one embodiment.The process 400 is performed at a server system (e.g., social networkingsystem 100) having one or more processors and non-transitory memory. Thenon-transitory memory stores one or more programs to be executed by theone or more processors. The one or more programs include instructionsfor process 400.

In this process 400, a user profile for a user of a social networkingsystem is maintained 402. The user profile has a plurality of datafields for storing information items about the user. At least one of thedata fields is associated with an information item about the user. Theinformation items may correspond to or include information from profileobjects, edge objects, and content objects.

The value of the data fields of the user profile are determined 404. Insome embodiments, the value of a data field is based on the value to thesocial networking system of having information items associated with thedata field. In some embodiments, the value of the information itemassociated with a data field is based on projected revenue from usingthe information item. The social networking system may generate revenuefrom the information item by using the information item in a sponsoredstory or using the information item to determine which advertisements todisplay to the user. In some embodiments, the value of the informationitem associated with a data field is based on a projected increase inuser engagement from using the information item. The information itemmay be used to create personalized content for the user or to selectcontent to display to the user that the user is likely interested in. Insome embodiments, the value of the information item associated with adata field is based on the cost of displacing social content. In orderto obtain the information item associated with a data field, the socialnetworking system displays a composer interface which displaces othercontent. The cost of the displaced content may be taken into accountwith the value of the information item. When the displaced content is anadvertisement, the cost of the displaced content may correspond to therevenue lost from not displaying the advertisement. When the displacedcontent is social content, the cost of the displaced content maycorresponds to projected loss in user engagement.

In some embodiments, the data acquisition module 122 selects a set ofcandidate data fields from the user's profile and determines a score foreach of the candidate data fields. The candidate data fields may be datafields that are not associated with an information item for the user orhave out of date information about the user.

In some embodiments, the data acquisition module 122 determines a scorefor each candidate data field in the set of candidate data fields basedon a function evaluating a value to the social networking system ofhaving an information item of the candidate data field. In someembodiments, the score for a candidate data field is based at least inpart on the value to the social networking system of the informationitem associated with the data field. In some embodiments, the score fora candidate data field is based at least in part on a probability ofgetting a response from the user. The probability of getting a responsefrom the user may be based on a historical response rate for the user.The probability of getting a response from the user may be based on ahistorical response rate for connections of the user.

A data field is selected 406 based on the determined value of having aninformation item for the user associated with the selected data field.In some embodiments, the data field associated with the highest value isselected. In some embodiments, a predefined number of data fields havingthe highest associated values are selected. In some embodiments, datafields having an associated value above a threshold value are selected.

In some embodiments, the data field is selected from a set of candidatedata fields that each has an associated score. As discussed above, thecandidate data fields may be data fields that have missing or out ofdate information. The score for a data field may be based on the valueof the information item associated with the data field and theprobability of getting a response from the user. The data field may beselected from the set of candidate data fields based on the scoresassociated with each of the candidate data fields. Stated in anotherway, the selected data field may be selected based on its associatedscore.

Textual content related to the selected data field is selected 408. Thetextual content has an incomplete portion. Stated in another way, one ormore incomplete phrases related to the selected data field are selected.The incomplete phrases are designed to obtain information from the userrelated to the type of information stored by the selected data field. Asdiscussed above, each incomplete phrase maintained by the socialnetworking system is associated with one or more user profile datafields.

A composer interface is generated 410 that comprises textual contenthaving an incomplete portion and an input field corresponding to theincomplete portion. The textual content may be an incomplete phrase andthe input field corresponds to the incomplete portion of the incompletephrase. In some embodiments, the composer interface includes multipleincomplete phrases and multiple input fields. The textual content of theincomplete phrase is related to the type of information the selecteddata field stores. For example, if the selected data field storesinformation about the user's educational history, the textual content ofthe incomplete phrase may be an incomplete phrase about what the userstudied in college. In some embodiments, the input field may only acceptcertain categories of words. For example, an input field may restrictinput to nouns, verbs, adverbs, or adjectives. In some embodiments, theinput field may only accept certain categories of information. Forexample, the input field may only accept names of people, places, orthings. By entering a valid input into the input field the usercompletes the incomplete phrase and provides at least a portion of aninformation item to the social networking system.

The generated composer interface is sent 412 for display to the user. Insome embodiments, the composer interface is sent to the user in a newsstory and displayed in the user's newsfeed. In some embodiments, thegenerated composer interface is sent to the user in response to anaction by the user with respect to a news story. As discussed above, thecomposer interface may be provided to the user when the user commentson, shares, dismisses or hides, or likes a news story.

In some embodiments, input entered by the user into the input field ofthe generated composer interface is received. For example, the user'sinput may be sent to the social networking system as the user enterseach character of the input. Graph objects are identified based on thereceived input and a list of selectable options corresponding to theidentified objects is sent to the user. A user selection of an optionfrom the list of options may be received and structured data for thegraph object corresponding to the selected option is entered into theinput field.

Structured data entered by the user using the input field of thegenerated composer interface is received 414. The structured data may bereceived from a user device or a third party website. In someembodiments, the received structured data includes informationidentifying the selected candidate data field or one or more data fieldsin the user's profile.

The received structured data is stored 416 in the user's profile. Insome embodiments, an information item associated with the selectedcandidate data field is determined based on the received structureddata. The received structured data may be added to an existing item or anew information item may be generated. The determined information itemassociated with the selected data field is stored in the profile for theuser.

Composer Interface Example

FIG. 5 shows an example of a composer interface 502 that may bedisplayed to a user. The composer interface 502 includes a phrase 504with incomplete portions and input fields 505, 506 and 508 thatcorrespond to the incomplete portions. In the example of FIG. 5, inputfield 505 accepts adjectives, input field 506 accepts names ofrestaurants, and input field 508 accepts nouns or names of food. In someembodiments, the composer interface 502 indicates the type of input eachfield accepts. For example, text may be displayed under input field 506indicating that the field accepts restaurant names.

SUMMARY

The foregoing description of the embodiments of the invention has beenpresented for the purpose of illustration; it is not intended to beexhaustive or to limit the systems and methods to the precise formsdisclosed. Persons skilled in the relevant art can appreciate that manymodifications and variations are possible in light of the abovedisclosure.

Some portions of this description describe the embodiments of thesystems and methods in terms of algorithms and symbolic representationsof operations on information. These algorithmic descriptions andrepresentations are commonly used by those skilled in the dataprocessing arts to convey the substance of their work effectively toothers skilled in the art. These operations, while describedfunctionally, computationally, or logically, are understood to beimplemented by computer programs or equivalent electrical circuits,microcode, or the like. Furthermore, it has also proven convenient attimes, to refer to these arrangements of operations as modules, withoutloss of generality. The described operations and their associatedmodules may be embodied in software, firmware, hardware, or anycombinations thereof.

Any of the steps, operations, or processes described herein may beperformed or implemented with one or more hardware or software modules,alone or in combination with other devices. In one embodiment, asoftware module is implemented with a computer program productcomprising a computer-readable medium containing computer program code,which can be executed by a computer processor for performing any or allof the steps, operations, or processes described.

Embodiments of the systems and methods may also relate to an apparatusfor performing the operations herein. This apparatus may be speciallyconstructed for the required purposes, and/or it may comprise ageneral-purpose computing device selectively activated or reconfiguredby a computer program stored in the computer. Such a computer programmay be stored in a non-transitory, tangible computer readable storagemedium, or any type of media suitable for storing electronicinstructions, which may be coupled to a computer system bus.Furthermore, any computing systems referred to in the specification mayinclude a single processor or may be architectures employing multipleprocessor designs for increased computing capability.

Embodiments of the systems and methods may also relate to a product thatis produced by a computing process described herein. Such a product maycomprise information resulting from a computing process, where theinformation is stored on a non-transitory, tangible computer readablestorage medium and may include any embodiment of a computer programproduct or other data combination described herein.

Finally, the language used in the specification has been principallyselected for readability and instructional purposes, and it may not havebeen selected to delineate or circumscribe the inventive subject matter.It is therefore intended that the scope of the systems and methodssystems and methods be limited not by this detailed description, butrather by any claims that issue on an application based hereon.Accordingly, the disclosure of the embodiments of the systems andmethods are intended to be illustrative, but not limiting, of the scopeof the invention, which is set forth in the following claims.

The invention claimed is:
 1. A method comprising: maintaining a profilefor a user of a social networking system, the profile including aplurality of information items, each information item of the pluralityof information items associated with a data field; selecting a set ofcandidate data fields from the profile for the user; for each candidatedata field of the set of candidate data fields, determining a value tothe social networking system of having an information item of theplurality of information items for the user, the information item beingassociated with the candidate data field, the determined value based ona cost of a composer interface displacing social content or anadvertisement that otherwise would have been presented to the user;selecting a candidate data field from the set of candidate data fieldsbased on the determined values; selecting, by the social networkingsystem, a phrase related to the selected candidate data field, thephrase having a missing portion to be filled in by the user withstructured data about the user to complete the phrase, the phrasedesigned to solicit the information item associated with the selectedcandidate data field; generating, by the social networking system, thecomposer interface that comprises the phrase having the missing portionand an input field corresponding to the missing portion; providing thegenerated composer interface for display to the user in the place ofsocial content or an advertisement that otherwise would have beenpresented to the user; receiving the structured data entered by the userusing the input field of the generated composer interface; determiningthe information item associated with the selected candidate data fieldbased on the received structured data; and storing the determinedinformation item with the selected candidate data field in the profilefor the user.
 2. The method of claim 1, further comprising: determininga score for each candidate data field in the set of candidate datafields based on a function evaluating the determined value to the socialnetworking system of having the information item associated with thecandidate data field for the user.
 3. The method of claim 2, wherein theselected candidate data field is selected based on the determined scoreof the selected candidate data field.
 4. The method of claim 2, whereinthe score for each candidate data field is based in part on aprobability of getting a response containing the structured data fromthe user.
 5. The method of claim 4, wherein the probability of gettingthe response from the user is based on a historical response rate forthe user.
 6. The method of claim 4, wherein the probability of gettingthe response from the user is based on a historical response rate forconnections of the user.
 7. The method of claim 1, wherein thedetermined value to the social networking system of having theinformation item for the user is based further on projected revenuegenerated from using the information item.
 8. The method of claim 1,wherein the determined value to the social networking system of havingthe information item for the user is based further on projected increasein user engagement generated from using the information item.
 9. Themethod of claim 1, wherein the generated composer interface is sent tothe user in a newsfeed story.
 10. The method of claim 1, wherein thegenerated composer interface is sent for display to the user responsiveto an action by the user with a newsfeed story.
 11. The method of claim1, wherein the generated composer interface is sent for display to theuser responsive to a connection of the user posting content to thesocial networking system.
 12. The method of claim 1, wherein the set ofcandidate data fields have no associated information items.
 13. Themethod of claim 1, wherein the input field is configured to accept acategory of words.
 14. The method of claim 13, wherein the category ofwords is selected from the group consisting of nouns, verbs, adjectives,and adverbs.
 15. The method of claim 1, further comprising: receivinginput entered by the user into the input field of the generated composerinterface; identifying one or more graph objects represented as nodes ina social graph based on the received input, the social graph recordinginteractions between users and objects as edges connecting nodes in thesocial graph; and presenting a list of selectable options to the userthat the user can select as the input for the input field, the one ormore selectable options corresponding to the one or more identifiedgraph objects.
 16. A non-transitory computer readable storage mediumstoring one or more programs configured to be executed by a serversystem, the one or more programs comprising instructions for:maintaining a profile for a user of a social networking system, theprofile including a plurality of information items, each informationitem of the plurality of information items associated with a data field;selecting a set of candidate data fields from the profile for the user;for each candidate data field of the set of candidate data fields,determining a value to the social networking system of having aninformation item of the plurality of information items for the user, theinformation item being associated with the candidate data field, thedetermined value based on a cost of a composer interface displacingsocial content or an advertisement that otherwise would have beenpresented to the user; selecting a candidate data field from the set ofcandidate data fields based on the determined values; selecting, by thesocial networking system, a phrase related to the selected candidatedata field, the phrase having a missing portion to be filled in by theuser with structured data about the user to complete the phrase, thephrase designed to solicit the information item associated with theselected candidate data field; generating, by the social networkingsystem, the composer interface that comprises the phrase having themissing portion and an input field corresponding to the missing portion;providing the generated composer interface for display to the user inthe place of social content or an advertisement that otherwise wouldhave been presented to the user; receiving the structured data enteredby the user using the input field of the generated composer interface;determining the information item associated with the selected candidatedata field based on the received structured data; and storing thedetermined information item with the selected candidate data field inthe profile for the user.
 17. A method comprising: maintaining a profilefor a user of a social networking system, the profile including aplurality of data fields; selecting a set of candidate data fields fromthe profile for the user; for each candidate data field of the set ofcandidate data fields, scoring the candidate data field based on afunction evaluating a value to the social networking system of having aninformation item about the user associated with the candidate datafield, the determined value based on a cost of a composer interfacedisplacing social content or an advertisement that otherwise would havebeen presented to the user; selecting a candidate data field from theset of candidate data fields based on the scoring for the selectedcandidate data fields; selecting, by the social networking system, aphrase related to the selected candidate data field, the phrase having amissing portion to be filled in by the user with structured data aboutthe user to complete the phrase, the phrase designed to solicit theinformation item associated with the selected candidate data field;generating, by the social networking system, the composer interface thatcomprises the phrase having the missing portion and an input fieldcorresponding to the missing portion; providing for display to the userthe generated composer interface in the place of social content or anadvertisement that otherwise would have been presented to the user;receiving the structured data entered by the user using the input fieldof the generated composer interface; determining the information itemassociated with the selected candidate data fields based on the receivedstructured data; and storing the determined information item with theselected candidate data fields in the profile for the user.
 18. Thecomputer readable storage medium of claim 16, wherein the value to thesocial networking system of having the information item for the user isbased further on one or more of projected revenue generated from usingthe information item, projected increase in user engagement generatedfrom using the information item, and a value of other information thatmay be determined as a result of obtaining the information item.
 19. Themethod of claim 17, wherein the value to the social networking system ofhaving the information item for the user is based further on one or moreof projected revenue generated from using the information item,projected increase in user engagement generated from using theinformation item, and a value of other information that may bedetermined as a result of obtaining the information item, and whereinthe score is further based on the probability of getting a response fromthe user.
 20. The method of claim 1, wherein determining the value tothe social networking system of having the information item furthercomprises: determining a freshness score for the information item basedon when the information item was received and a type corresponding tothe information item; and determining the value for the information itembased on the freshness score.